***This is the eighteenth article in a series of 100 articles on floral design and flower shop management.
It is very important for a florist and a business person to be aware of new trends and news in trade and industry. There are several ways that a florist can do this. One method is by subscribing to trade publications and becoming a member of trade organizations. Below is a list of the major publications, magazines, and trade organizations in which you should be involved. This compilation supports growers, wholesalers, florists, students, and manufacturers of floral products. These publications will keep you informed on a weekly, monthly, bi-monthly or quarterly basis. Some of them are free for members while you can subscribe to others. Research each of these and select a handful. Start educating yourself and staying informed. You don’t want your customers telling you about new trends like color, styles, and new products related to your business. You are the professional! By subscribing to trade publications and trade associations, you’ll not only keep yourself and your employees informed, but you’ll also spark your creativity and challenge yourself as a unique member of the floral industry.
The Publications and Trade Organization:
Florist Review
professional flower designer
florist and grower
producer talks
kindergarten news
flower news
Mass Flower Marketing
AFS – American Floral Services
FTD – Transworld Delivery Florists
teleflora
The retail florist and floral finance
Gift Basket Review
flowers and
The quarterly cut flower
California producer
FloraInternational Culture
Flower and nursery times
American Floral Marketing Council
American Institute of Floral Designers
Society of American Florists
American Academy of Floraculture
International Professional Floral Commentators
Related Associations and Florists
As with any industry, it is best to strive for excellence in your field in order to succeed. You must improve by acquiring new skills and experience. The purpose of the new knowledge is to challenge a florist visually and creatively and to compete with their peers. Education helps unlock your full potential. Learning new ideas and concepts is not enough; one has to put them into practice. One has to build on old skills, with the implementation of new styles and designs.
Trade organizations and associations are a group of like-minded people. This includes growers, wholesalers, retailers, florists, and students. It is advantageous to belong to at least one or two floral organizations. Belonging to these groups is an opportunity for us to learn about the specific needs of our business. Specific is the key word here. You can learn about accounting practices and tax information “specific” to the floral business. You can get information about “specific” business trends. These organizations allow you to stay on top of the sale and promotion of flowers and floral products. By becoming a member, you will belong to an elite group of professionals and will have the opportunity to expand your knowledge. AIFD, the American Institute of Floral Designers, offers wonderful certification opportunities that will enhance your experience in the floral field, which will also increase the perceived value of your store.